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Article: Super Bowl advertisers create buzz.(News)

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BtoB
Article date:
January 14, 2008
Copyright

Byline: KATE MADDOX

Advertisers during Super Bowl XLII must do more than pony up $2.7 million for a 30-second spot-they must be willing to commit the resources to develop marketing messages that will entertain audiences and live beyond the broadcast, say marketers and industry experts.

So far, b-to-b advertisers for this year's game are few. Super Bowl regulars FedEx and CareerBuilder have confirmed they will advertise during the game, but other b-to-b advertisers have not committed yet or have decided not to participate this year.

Monster Worldwide, which has advertised in recent Super Bowl games, has not decided if it will advertise in this ...

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